Website Analytics & Optimization (2025)
Objective
Enhance campaign performance measurement and improve the overall user journey by leveraging Google Analytics. The primary goal was to track the effectiveness of marketing campaigns, identify drop-off points, and optimize content to reduce bounce rates and increase engagement.
Enhance campaign performance measurement and improve the overall user journey by leveraging Google Analytics. The primary goal was to track the effectiveness of marketing campaigns, identify drop-off points, and optimize content to reduce bounce rates and increase engagement.
Strategy
Implement a structured analytics framework using UTM tracking across campaigns to measure channel effectiveness and user acquisition paths. Focus was placed on analyzing bounce rates, engagement times, and conversions by page type to better understand how users interacted with key resources. Insights from these analytics guided content updates and user experience improvements aimed at increasing time on site and lead generation.
Implement a structured analytics framework using UTM tracking across campaigns to measure channel effectiveness and user acquisition paths. Focus was placed on analyzing bounce rates, engagement times, and conversions by page type to better understand how users interacted with key resources. Insights from these analytics guided content updates and user experience improvements aimed at increasing time on site and lead generation.
Execution
Google Analytics dashboards were built and monitored to track campaign traffic by source, medium, and campaign ID through UTMs. High-bounce pages were identified through site behavior reports, and content was revised with more engaging assets, improved messaging, and clearer calls-to-action. Specific campaigns, such as partner acquisition and product launches, were evaluated against defined KPIs to ensure accurate ROI measurement. User journeys were mapped to uncover friction points, and adjustments were made to streamline navigation and improve conversion flows.
Google Analytics dashboards were built and monitored to track campaign traffic by source, medium, and campaign ID through UTMs. High-bounce pages were identified through site behavior reports, and content was revised with more engaging assets, improved messaging, and clearer calls-to-action. Specific campaigns, such as partner acquisition and product launches, were evaluated against defined KPIs to ensure accurate ROI measurement. User journeys were mapped to uncover friction points, and adjustments were made to streamline navigation and improve conversion flows.
Results
Tracking with UTMs provided clear visibility into which campaigns and channels delivered the highest-quality traffic, allowing budget and efforts to be focused where ROI was strongest. Bounce rate analysis revealed underperforming pages, and subsequent content refreshes successfully increased user engagement, with average session duration and interaction rates trending upward. These improvements created a more seamless user journey, ensuring prospects not only reached key landing pages but stayed longer, explored more resources, and moved further into the conversion funnel.
Tracking with UTMs provided clear visibility into which campaigns and channels delivered the highest-quality traffic, allowing budget and efforts to be focused where ROI was strongest. Bounce rate analysis revealed underperforming pages, and subsequent content refreshes successfully increased user engagement, with average session duration and interaction rates trending upward. These improvements created a more seamless user journey, ensuring prospects not only reached key landing pages but stayed longer, explored more resources, and moved further into the conversion funnel.
Landing Page Campaign Report (Ex. One Month Report 2025)
Objective
Highlight website performance and audience engagement to demonstrate marketing effectiveness and identify growth opportunities.
Highlight website performance and audience engagement to demonstrate marketing effectiveness and identify growth opportunities.
Strategy
Leverage monthly analytics to measure content performance, user engagement, and conversion activity across high-value website pages. Focus areas included homepage traffic, product pages, and broker-facing resources. Insights were used to evaluate campaign ROI and guide optimization for acquisition and engagement efforts.
Leverage monthly analytics to measure content performance, user engagement, and conversion activity across high-value website pages. Focus areas included homepage traffic, product pages, and broker-facing resources. Insights were used to evaluate campaign ROI and guide optimization for acquisition and engagement efforts.
Execution
Analytics were monitored across key site destinations, tracking page views, active users, bounce rate, and engagement time. Reporting was segmented by page type to reveal content strengths and gaps. Engagement metrics were evaluated against industry benchmarks to measure effectiveness and inform future targeting.
Analytics were monitored across key site destinations, tracking page views, active users, bounce rate, and engagement time. Reporting was segmented by page type to reveal content strengths and gaps. Engagement metrics were evaluated against industry benchmarks to measure effectiveness and inform future targeting.
Results
The Corporate Homepage generated 16,482 views and 11,814 active users, serving as the primary driver of site traffic with an average engagement time of nearly four minutes per user. The HomeEQ Homepage (HELOC Product) attracted 6,808 views and 5,624 active users. Bounce rate performance varied across the site, with the Loan Solutions (Wholesale) page achieving a notably low 22 percent bounce rate, reflecting targeted broker engagement. Additional insights showed that pages like the Privacy Policy produced a 64x views-per-user ratio, demonstrating compliance-driven user intent. Supporting these on-site results, the campaign’s email series achieved a 34 percent open rate, exceeding industry benchmarks and validating the relevance and effectiveness of the messaging.
The Corporate Homepage generated 16,482 views and 11,814 active users, serving as the primary driver of site traffic with an average engagement time of nearly four minutes per user. The HomeEQ Homepage (HELOC Product) attracted 6,808 views and 5,624 active users. Bounce rate performance varied across the site, with the Loan Solutions (Wholesale) page achieving a notably low 22 percent bounce rate, reflecting targeted broker engagement. Additional insights showed that pages like the Privacy Policy produced a 64x views-per-user ratio, demonstrating compliance-driven user intent. Supporting these on-site results, the campaign’s email series achieved a 34 percent open rate, exceeding industry benchmarks and validating the relevance and effectiveness of the messaging.
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